"Rise! Stand up, Corporate PR Departments!" Now is the time for corporate PR departments to rise up.

Whoa, that's a pretty bold title right off the bat. You might be thinking, "Who does this guy think he is, writing such lighthearted stuff?" But this time, I'm dead serious.

Actually, I've been hearing in the news lately that various things from the bubble era—when I joined the company—are making a revival. The energy drink with the "Can you fight 24 hours?" slogan, the successive reunions of legendary bands, the strong sales of their live tickets, even MTV airing remixed videos of 80s music, and magazines featuring popular 80s appliances and hero shows are popular again. This momentum really brings back memories... I can't help but feel that the culture of that era is sparking a full-blown "Bubble Returns" right now. Man, people in their 40s and 50s today just can't help reminiscing about the vibe and atmosphere back then. Whether it's good or bad is another story. And here I am, no regrets whatsoever, heh!

Anyway, back to the main topic. During that bubble era, I was involved in what's called "corporate communications." I won't go into details, but there was this big push to rethink corporate identity! So, there was a huge wave of rebuilding and redesigning CI (Corporate Identity) and VI (Visual Identity). This might be subjective, but it was truly the era when each company's PR department was the star. We were truly the ones driving corporate image! It was a fulfilling time. And while assisting with that, we built relationships with the core of the company, including management, held daily discussions, and marched forward steadily alongside the company. Man, the sense of fulfillment back then was amazing (I really feel it). But this isn't the time for nostalgia. Because that momentum is building again.

Now that products and services can't be differentiated by USP, we must increase corporate fans!

As I've often said, with products and services becoming commoditized and unable to differentiate themselves through USP (Unique Selling Point), it's now essential to build empathy and trust toward the company itself. This is what we call building and strengthening engagement, and it's also used as a key metric in PR today. Building highly loyal fans through the accumulation of various initiatives is crucial, and Western companies are already focusing on these activities. Some of these ideas are worth referencing for the future and can be easily replicated or emulated. Therefore, I'd like to introduce several examples from the Cannes Lions over the past few years.

First, I'll introduce initiatives that clearly articulate the corporate stance and vision underpinning product/service offerings, and further help consumers tangibly experience this in their daily lives. The movement where companies declare their commitment to enhancing consumer benefits through product/service offerings and fulfilling their social purpose through these activities, aiming to gain consumer approval and empathy, seems to hinge less on the difficulty of expression and more on the presence or absence of genuine resolve. It's not just about "Hey, we made a vision statement!" but about boldly answering the question, "So, what exactly are you going to do for us?" That kind of stance is pretty cool, right?

Featured Examples

Chipotle: "The Scarecrow" (Cannes Lions 2014)

The US Mexican fast-food chain Chipotle sounded the alarm against the excessive industrialization of processed foods and declared a full return to natural ingredients for its own use. While they won the Grand Prix in the film category in 2012 with a similar message, this campaign is an extension of that effort, clearly showing their commitment and resolve to continuously work towards the declaration they once made.

This integrated campaign combines a short film featuring a scarecrow working in a city food factory with an iTunes game based on the same motif. This time, it specifically targets children's food education, creating touchpoints and broadening its reach by incorporating games and other tools, achieving significant results.

While less apparent in Japan, obesity among young Americans has reached alarming levels. Fast-food companies, often cited as a primary cause, have gained significant public sympathy by redefining their role.

Don't think they're "losing out" compared to other profit-driven manufacturers. Through this campaign, Chipotle surpassed Taco Bell—the number one Mexican food brand in the U.S.—to rank first in the Restaurant Social Media Index*.

*This index evaluates and ranks over 9,700 restaurant brands in the U.S. based on consumer engagement and sentiment on social media, scoring them out of 400 points.

Honey Maid "This is Wholesome" (Cannes Lions 2014)

A campaign launched by a traditional whole-grain cracker maker to refresh its "old-fashioned" brand image. To position the product as relevant to modern times, it embraced evolving family structures and values in contemporary America. Specifically, it sparked social debate by accepting families formed through same-sex marriage, interracial marriage, and single fathers as "evolving family structures."

While producing and releasing TV commercials and online documentaries reflecting these themes, the company also engaged in counter-communication against the numerous critical messages that arose, successfully generating broad consumer empathy. In the conservative-leaning U.S., where the company had built stable brand equity, this initiative—deliberately taking risks to pursue evolution—strongly conveyed its resolve and courage.

Design brings corporate messaging to life!

When corporate visions are presented with all those complicated words, it often leaves people thinking, "I don't get all that lofty talk! So what's the point?" Honestly, when I see all those vision statements and mission statements lined up in katakana, it just makes my head spin... I really think these things need to be something the average person can easily digest. But Japanese can be so complex, right? Well, good news! You don't have to rely solely on words.

Currently, corporate communications seem to have become formulaic in both their timing and methods. Maybe it's that tendency in Japan to want to fit things into boxes, but this often results in something rather impersonal. It also makes differentiation harder. While standardization might boost internal efficiency, it takes the fun out of things for the recipients of the information. There should be plenty of room to seize more diverse opportunities for communication and devise ways to convey messages more effectively. Here, we'll showcase examples where striking, intuitive designs were used to convey messages directly, generating strong resonance. A little ingenuity can completely transform impressions!

Featured Case Study

Aoi Shokai / Bellnet "MOTHER BOOK" (Cannes Lions 2014)

A visual book distributed by the obstetrics and gynecology clinic group Bellnet to those who book their delivery appointments during early pregnancy.

While there are existing record media like the maternal and child health handbook, this book is designed to capture various emotions for the mother's memories and to pass on to the child after birth. It compiles the 40 weeks leading up to childbirth into one book, "visualizing" the process from pregnancy to delivery. For example, as you turn the pages, the mother's belly gradually grows larger.

It captures the insight that expectant mothers want to enjoy the pregnancy process and share it after birth. As an example that deeply understands the feelings of expectant mothers and their families, it serves as a good case study for enhancing the company's reputation.

Austria Solar "The Solar Annual Report" (Cannes Lions 2012)

An annual report from a company specializing in solar power generation. Many annual reports are filled with nothing but numbers, making them unappealing to read. To address this, Austria Solar created their annual report using special ink that reveals text when exposed to sunlight. While the numbers are obviously the most important content, the design ingeniously emphasizes the company's connection to solar energy to help readers better understand its core business.

A stylish touch that makes you mutter, "Wow, that's clever!"

Unno Seaweed Shop "Design NORI" (Cannes Lions 2012)

Artistic nori seaweed by Unno Seaweed Store (a long-established seafood wholesaler in Ibaraki Prefecture). At first glance, the "all-black" nori might seem hard to understand and approachable to foreigners. However, by adding paper-cut-like patterns, it highlights the fun of making sushi rolls, captures distant interest, and cleverly provides an opportunity to try it. The cut-out designs, distinctly Japanese in culture, also play a crucial role in heightening interest. This product conveys a sense of commitment, evident not only in the packaging but also in the product itself, inviting interaction.

This case study illustrates how design innovation can be used in corporate communications to present a strong, identity-driven message and better leverage information dissemination opportunities. Beyond fixed schedules and methods, there may be opportunities to share information that builds your fanbase or content suited to specific situations. A little extra effort at the right moment can significantly amplify your impact. Why not seize this opportunity to discuss how your company communicates its corporate information? (Did I come across as serious enough this time?)